Classic tracking (client-side):
Traditionally, many companies rely on the classic tracking method known as client side tracking. This involves loading and executing a script directly in the user's browser, which records activities such as page visits, clicks, and other interactions on the website. The information collected is then transmitted to web analytics services, such as Google Analytics.
Since this method often involves the use of third-party code, the data collected are also referred to as "third-party data." In simple terms, all actions that a user performs on a website are captured and transmitted in real-time to the servers of the respective analytics services, like Google Analytics.
Enhanced tracking (server-side):
In server side tracking, a dedicated server is placed between the user's browser and an external server, such as Google Analytics. In this example, Google Tag Manager for server side tracking (S-GTM) fulfills this role. The main difference from client-side tagging is that the collected user data can be reviewed and processed before being forwarded to third parties.
This offers several advantages: First, data can be checked on the intermediary server and personal information can be removed before being sent to the target servers. Second, server-side solutions more effectively bypass the tracking prevention measures implemented by modern browsers, which usually restrict data sharing with third parties, because the intermediary server is often not recognized as a third party.
The challenge: client side tracking
Up to 60% data loss due to technical barriers and user rejection
Those relying on client side tracking must be aware that up to 60% of valuable data can be lost. Generally, user data cannot be processed without their consent, as the transmission involves personal information such as IP addresses. Often, however, this personal information is not necessary to analyze user behavior on a website.
Furthermore, modern browsers and installed ad blockers can block the transmission of data to services like Google Analytics. As a result, the data may either arrive at Google Analytics inaccurately or be completely lost.
The outcome is that ultimately only about 40% of the total data may be available for analysis, depending on the user consent rate.
Tracking without consent
Privacy-compliant tracking without consent through anonymization
For web analytics, personal data is not necessarily required. By using server side tracking, user data collection can be conducted in a privacy-compliant manner without the need for explicit consent via a cookie banner. This is made possible by removing personal data on the tagging server before forwarding it to third parties. In this way, you can still gain valuable insights into user behavior on your website while anonymizing the data of those who have not given consent.
Your advantages include:
Server-Control: Complete control over data processing on the server, enabling the anonymization of user data before storage or analysis
Compliance with Privacy Laws: The Server Tag Manager offers sufficient flexibility to adjust data collection to your specific legal situation
Security: Enhances data security through server-side processing, reducing risks associated with data leaks or misuse
Bypassing browser tracking prevention
The key to bypassing ad blockers and browser tracking prevention
Server side tracking enables the bypassing of both browser tracking prevention measures and ad blockers. This is particularly relevant as more users deploy ad blockers and browsers implement stricter privacy settings to limit tracking of user activities. Since data collection and processing in server-side tagging occur on the provider's server rather than directly in the end user's browser, it bypass the usual detection mechanisms of ad blockers and the limitations imposed by browser privacy settings.
Your advantages include:
Ad blocker circumvention: Less susceptible to blocking by ad blockers since data collection occurs server-side
Tracking prevention circumvention: Can circumvent restrictive browser tracking settings since data collection does not occur directly in the browser
Improved data collection: Enables more consistent and complete collection of user data, independent of client-side restrictions
Improved website performance
Optimization of Core Web Vitals: Less JavaScript for faster loading times and improved SEO
Excessive use of JavaScript is negatively evaluated in Google's Core Web Vitals (CWV). By shifting the burden of tag processing from the client (browser) to the server, not only can the speed of your website be enhanced, but the use of JavaScript can also be reduced. Less JavaScript and tags in the browser lead to faster loading times and better Core Web Vitals scores, which improves user experience and can have positive effects on Search Engine Optimization (SEO).
Your advantages include:
Reduced loading times: Fewer client-side scripts speed up webpage loading
Improved Core Web Vitals: A reduced amount of JavaScript improves the CWVs
Increased crawling efficiency: Faster pages are preferred by search engines and crawled more efficiently
Enhanced page evaluation: Fast loading times and optimized user experience contribute to better SEO rankings
CNIL confirms: Server side tracking enhances data protection and prevents data export
The French data protection authority, CNIL, has confirmed the effectiveness of server side tracking as an effective method to prevent the unwanted transfer of personal data of users abroad. With a dedicated server, you can precisely control which data and how it is transmitted to third-party servers like Google Ads or Google Analytics. You maintain full control and can ensure that only the desired information is shared, thereby protecting the privacy of your users and ensuring compliance with data protection regulations.
Your advantages include:
Data centralization: Collecting and processing data on the server leads to better control and oversight
Improved data protection compliance: Easier management of data protection requirements, as personal data can be filtered and protected server-side
Encryption and security protocols: Implementation of stronger encryption and security measures on the server
Collaboration with DWC
Your partner for server side tracking
At DWC, we possess extensive experience in server side tracking, continuously expanded through numerous successful projects worldwide. As a full-service partner, we handle not only the setup and configuration of your server tag manager but also the setup and maintenance of the infrastructure. Rely on our expertise for a seamless integration of server-side tagging into your digital strategy.
Our services include:
- Conceptualization & consultation
- Setup, optimization & maintenance of infrastructure (Google Cloud, AWS, Azure & On-Prem)
- Migration from client-side to server-side tagging
- Implementation and/or development of custom tags and clients for your Server Tag Manager
- Load and performance testing
